47% of Home Services Contact Forms Ask for 7 or More Fields, and Movers Ask the Most

A homeowner notices water stains on the ceiling after a storm. It is late, so instead of calling a roofer she looks for a way to request an inspection online. The first roofing website has a four-field form: name, phone, address and "what's the problem?". The second asks for roof type, age, square footage, insurance carrier, preferred dates and how she found them. She fills in the first.

For a plumber, roofer, HVAC company or mover, the website's quote form is how after-hours demand turns into jobs. Every field is a question the homeowner has to answer before the business hears from them. Some details help price the job, but most can wait for the call-back, and each extra question lowers the number of homeowners who finish.

47.2% of home services contact and quote forms ask for 7 or more fields, second only to real estate among 6 industries. Moving companies ask the most, with a median of 8 fields. At the same time, 55% of home services websites have no contact form on their main pages at all.

In September 2026 we checked the websites of 4,611 US home services businesses listed on Google Business Profiles, across 11 trades from plumbers and HVAC companies to movers and locksmiths, looking at each homepage and up to two linked pages. On each site we found the largest contact or quote form and counted its fields, and we recorded whether the site had a tap-to-call link. 2,057 of the 4,611 websites had a form. We compared home services with five other industries: real estate, insurance, SaaS, law firms and financial advisors.

A field is any box, dropdown, checkbox or text area a visitor can fill in, such as name, phone, address, service needed or preferred date. We counted only forms with three or more fields, which leaves out search bars and newsletter sign-ups. The median is the middle form: half ask for fewer fields, half for more.

That is the second highest share of the 6 industries, behind real estate at 55.3% and more than twice the 22.8% of financial advisor forms. The median home services form asks for 6 fields and the average is 8.2, third longest of the 6 industries. Half of all home services forms ask for between 5 and 9 fields, and one in ten asks for 13 or more.

21.4% of home services forms keep it to 3 or 4 fields, and 8.6% ask for 15 or more. A form that asks for the address, the service needed, a preferred date and a description of the problem on top of name, phone and email is already past 7 fields.

Among the 11 trades, moving companies have the longest forms, with a median of 8 fields and an average of 12.2. A moving quote needs addresses at both ends, a date, the size of the home and often an inventory, so moving forms run long by nature. Pest control and HVAC forms follow with a median of 7 fields. Landscapers, locksmiths and general contractors have the shortest, at a median of 5.

Whether a trade has a form at all varies just as much. Pest control companies and roofers are the most likely, at 51.4% and 51.2% of websites. Landscapers are the least likely at 36.1%, followed by locksmiths at 37.5% and electricians at 38%. Locksmiths rely on urgent phone calls, but landscaping and electrical jobs are often quoted in advance, the kind of request a form handles well.

44.6% of home services websites have a contact or quote form with three or more fields on their homepage or main pages, so 55% do not. The phone is the main route: 73.4% have a tap-to-call link, a phone number that dials when tapped on a mobile phone.

For a trade business, a missing form costs the jobs that come in outside working hours. A homeowner who finds a leak at 10 pm, or plans a kitchen project on a Sunday, wants to send the request now. Without a form, they call whoever answers first or fill in a competitor's form instead.

If your website has no quote form on the homepage and main service pages, add one next to your phone number. Keep it to name, phone, ZIP code or address and the service needed, with an optional message box. Photos, preferred dates and job details can come later by text or on the call-back.

If your form already asks for 7 or more fields, cut the ones that do not change how you respond or how fast. Movers need more detail than a locksmith, but even a moving quote can start with addresses and a date and collect the inventory afterwards. Then reply to every form within the hour during working hours, since a fast call-back matters more than a detailed form.

A cro consultant can test a shorter form against your current one and measure how many more homeowners finish it and book the job.

Embed this research

Cite this study